Zero-Party Data

Definition of Zero-Party Data

Information that customers intentionally and proactively share with a brand, such as preferences and feedback.

Explanation of Zero-Party Data

Zero-party data refers to information that customers intentionally and proactively share with a business, such as preferences, interests, and feedback. This type of data is collected through methods like surveys, preference centers, and interactive content. Zero-party data is valuable because it provides direct insights into customer needs and preferences, allowing businesses to create more personalized and relevant experiences. Unlike first-party data, which is collected through customer interactions, zero-party data is explicitly provided by the customer, ensuring accuracy and consent. Effective use of zero-party data requires robust data collection and management tools, as well as a focus on privacy and transparency. By leveraging zero-party data, businesses can enhance customer relationships, improve targeting, and drive better marketing results.

This dictionary entry was written by

Per-Gulbrand Peter Braathen

With a foundation in doctoral-level research, Per-Gulbrand Peter Braathen is a seasoned expert in the areas of marketing, branding and communication. His proficiency extends to marketing management, branding and communication strategy. Braathen's experience is underscored by his rich background from various industries, including entertainment. A distinguished alumnus of the USC Marshall School of Business, Braathen boasts a Master of Science in Marketing, complemented by a Graduate Certificate in the Business of Entertainment from the USC School of Cinematic Arts as well as two undergraduate Bachelor degrees from the esteemed University of Southern California.